‘Experience the NT in real life’: Tourism NT launches campaign off Netflix drama’s international success
Tourism NT has kicked off a fresh campaign that leverages the indisputable success of Netflix’s neo-Western drama series, Territory, to encourage people to visit the region.
Nicknamed ‘Yellowstone in an Akubra’, Territory’s story of a outback Australian cattle station thrown into a war of succession has seen it become the number one show on Netflix globally, making it one of a few Australian dramas that have made it onto international Top 10 rankings.
Launching across Europe, Australia and North America, the campaign was designed to offer fans of the show the real Territory experience.
It features a website that contains partner packages, film locations and ‘set jetting’ content, itineraries, and operator products directly connected to the show.
Tour provider AAT Kings and Luxury Escapes are also lending their support to the campaign, offering themed travel packages.
“Netflix’s Territory is an epic adventure series set in the NT. Think Yellowstone meets McLeod’s Daughters with a bad-boy hint of Sons of Anarchy. Filmed on locations across Top End, the real Territory is much more than what you’re streaming at home. So much more,” the website reads.
“Up here we don’t just watch the Outback unfold from afar. We live it. We breathe it. It’s the dust under our fingernails, the warmth in our heart, the larger-than-life characters we call friends. We embrace everything Outback Australia. And you can too! For Real.
“Don’t just watch Territory, wrangle your very own Territory adventure. Feel the warm sun on your skin. The red dirt beneath your boots. Kick up some dust. Brush off your Akubra. Pack your sense of adventure (and your swimsuit too!) and come experience the Territory. For Real.”
Tony Quarmby, chief marketing officer at Tourism NT, said: “Working with productions that Screen Territory has secured, such as Territory, is one of the best ways to showcase a holiday destination to an extensive global audience, through the drama, excitement and connection generated in the storyline.
“This creates awareness and inspiration to travel to the epic locations, and experience the NT in real life. The reach Netflix has across the world enables a unique opportunity for Tourism NT to attract international audiences to visit some of the most spectacular locations in the world.”
The campaign isn’t the first time Tourism NT has used screen materials to support its marketing efforts, according to Quarmby.
“Tourism NT have had previous success leveraging screen content such as the recent Katherine- based family series Barrumbi Kids and the 2019 film Top End Wedding,” he said.
“Top End Wedding resulted in a 17 per cent year-on-year increase in visitation to the region and expectations are high we could achieve something similar from Territory as it has been well received by audiences so far.”
Operators eager to lend themselves to the ‘Territory – for real’ platform, and have their wares showcased on the webpage, can update their products in the Australian Tourism Data Warehouse with campaign-specific badges.
The campaign comes in the wake of Tourism NT’s nominations at the 2024 Mumbrella Travel Marketing Awards, with the tourism body nominated in several categories, such as Best Celebrity or Influencer Campaign and PR Idea of the Year.
The tourism body’s director of domestic marketing, Monika Tonkin, will be speaking at the Mumbrella Travel Marketing Summit on Thursday, alongside Henry Taylor, head of design at Edelman.
Tickets for the conference can be purchased here.
Keep up to date with the latest in media and marketing
Got a tip?
Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
Linkedin
Have your say